As a follow up to my recent post on internal marketing and employee recruitment & retention, check out Using Branding to Attract Talent, the latest article from The McKinsey Quarterly — it goes beyond internal marketing to branding as a recruiting tool.
In addition to the usual attributes of recruitment (benefits, opportunities for growth, etc.), McKinsey urges companies to focus on their “intangible, emotional associations” (e.g., “it’s fun to work here” … “we have a passionate and intelligent culture” … “there’s a strong team feeling”) for competitive differentiation.
Working for an organization with a strong brand, inside & out … it’s a no-brainer. And how lucky for the folks in HR and Marketing (not to mention everyone else) who work there!